A regional convenience chain with a cult-level following, Wawa wondered, how could its brand love take flight in new markets?

Brand Design / Retail Experience / Adaptation


As a company dating back to the 1800s with an intensely passionate following that includes regular fan mail and multiple country songs, Wawa looked to create a city-centered experience that melded into the neighborhood without losing the essence of the brand.

The Change

The shift in aesthetic makes an impact in urban areas through the use of reclaimed wood and brighter color palette. Wawa fanatics are encouraged to stay awhile with first-ever seating, free Wi-Fi, and digital menus and ordering kiosks featuring its famously fresh menu expanding across dayparts.


Wawa opened its first urban concept in City Center Philadelphia, which exceeded expectations by over 50% in terms of sales and volume within its first year of operations. Since the launch, the concept has moved into new markets, including Washington D.C., and to date, over ten locations have been retrofitted. The brand was also recognized as Store Design of the Year by design:retail magazine’s 2018 Portfolio Awards.

Front signage of Wawa in DC
Mural in front of Wawa food displays
Goose sign with Philly Proud lettering
Fresh and Refrigerated Food Displays
Fresh food ordering station at Wawa

Award winning, category killer and industry disruptor, Wawa is the number one C-store in all markets it serves.

Wawa front entrance
Stone Wall with Neon Goose Sign
Store interior of Wawa
Black Wawa DC logo
Wawa indoor seating in Washington DC
Fresh Food Display at Wawa
Wawa drive thru exterior
Wawa quote card